Author: Scott Sweeney
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Why Is Marketing Measurement So Hard to Get Right?
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Marketing measurement is one of the most talked-about and misunderstood parts of the job. Marketers are under constant pressure to prove ROI, optimize spend, and make decisions rooted in data. But despite the countless tools and models available, most teams still struggle to answer a simple question: What’s really working?…
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Paid Media Doesn’t Drive Pipeline—It Drives Qualified Traffic
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t might sound like a game of semantics—but this distinction matters more than most marketers realize. Too often in B2B organizations, teams equate paid media performance directly with pipeline results. But here’s the reality: paid channels like Google Ads or LinkedIn Ads don’t generate pipeline on their own. They generate…
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The PPC Myths That’s Costing You Money (And How to Fix It)
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Let’s bust a myth that’s quietly draining marketing budgets every single day: 🚫 “Broad match keywords bring in more traffic, which means more conversions.” Spoiler: That logic is flawed—and it could be costing you thousands. I’ve seen it time and again: businesses launch Google Ads campaigns, eager to scale, and…
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Setting Realistic Conversion Benchmarks for New PPC Campaigns
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One of the most common questions when launching a new PPC campaign is: “When will we get our first conversion?” While general industry benchmarks are a helpful starting point, I’ve found that more account-specific benchmarks lead to better expectations—and better campaign analysis. Especially in performance marketing, where every click and…
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3 Ways to Find What’s Really Driving Your Marketing Results
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If you’ve spent any time in marketing, you’ve probably heard of the 80/20 rule—the idea that 80% of your results come from 20% of your efforts. While it’s not always exact, it rings true in most lead generation campaigns I’ve seen. Some channels, strategies, or campaigns simply do more heavy…
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Outdated Marketing Tactics: Why Established B2B Companies Should Rethink Their Strategy
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When we think of marketing innovation, startups often steal the spotlight. Scrappy teams, fresh ideas, lean budgets—they’re forced to be creative and tactical from day one. But here’s the irony: it’s not the startups that should be most concerned about their outdated marketing tactics. It’s the established players. We’re talking…
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Brand Vortex: Marketing for the Non-Linear Generation
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The classic marketing funnel is dead—or at least dying a slow, meme-filled death. And if you’re looking for the culprit, look no further than Gen Z. This digital-native generation doesn’t “convert” in neat stages. They orbit, they observe, they bounce in and out of engagement loops, and they don’t care…
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How I Choose the Right PPC Channel (and Why You Should Too)
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When it comes to paid advertising, the first question many marketers ask is: Which PPC channel or platform should we use? For a lot of businesses, the answer feels obvious—Google Ads or LinkedIn Ads. These are popular, proven platforms that dominate the PPC world. And I get it. Most prospects…
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How CMOs Can Organize Messaging Across Paid Media Campaigns
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For many CMOs, one of the biggest challenges in paid media campaigns is not just what to say—it’s how to organize the message. When campaigns are scattered, inconsistent, or misaligned with broader business goals, results suffer. But when everything clicks? Paid media becomes a strategic amplifier for your brand’s narrative.…
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Why You Should Stop Ignoring Leads That Aren’t Ready to Buy (Yet)
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If your product or service carries a hefty price tag—say $10,000 or more—you already know the truth: big deals rarely close in a single call. And yet, many B2B marketers and sales teams fall into the same trap. They chase only “ready-to-buy” leads—those sitting at the very bottom of the…